Bollinger, Burberry, Delamain… These 3 luxury houses detailed the drivers of their customer experience, during the 7th edition of the Maesina recruitment firm Club, in October 2023.
Ultra-exclusive, multi-channel, VIP experience… “We wanted to analyze the evolution of customer relations and customer experience in different luxury sectors and compare these experiences in the sectors of spirits, cosmetics, jewelry and watches.“, introduces Éric Gandibleu, president of the independent recruitment firm Maesina. On the occasion of the 7e edition of its Club, in October 2023, Maesina invited four luxury houses* to share how they create an emotional and privileged bond with their customers. Testimonials from Burberry, Champagne Bollinger and Cognac Delamain.
Champagne Bollinger: a Club for 20,000 people… and a hotel in preparation
The Bollinger Champagne house is “one of the last 100% family houses in Champagne, located in the small village of Aÿ where we have had our roots for 200 yearssays Charles-Armand de Belenet, general director of Bollinger. We like to define ourselves as the largest winegrowers, with 180 hectares of Pinot noir vines, and the smallest Champagne house, with 90% of our wines exported internationally.“ Made world famous by James Bond – agent 007 has been tasting Bollinger champagne since 1979 -, the brand plans to reach a million consumers worldwide. “Out of these million consumers, there are 100,000 who interest us“shares Charles-Armand de Belenet, who specifies: “The world of wine is a world of word of mouth, and we therefore seek to have ambassadors of the house who will spread the good word. These are prescribers, major customers, wine lovers, for example .”
To create an emotional bond with these 100,000 people, the champagne house launched its Club. In the form of an application, “1829”, this Club offers its 20,000 members exclusive experiences, such as a lunch/harvest, tastings of new blends, dinners with food and wine pairings. The application also brings together information about the house and its vintages. And to take the customer experience to the next level, the Bollinger Champagne house is now working on opening… a hotel, in Aÿ, in 2026. “We will have just under 30 rooms, a restaurant and a spa. The objective will be to be able to organize themed weekends around wine with a small number of people and to nourish this emotional connection”reveals Charles-Armand de Belenet.
Cognac Delamain: unique experiences in the cellars
“We are a small house specialized in the production of exceptional old cognacs, coming only from the first growth of cognac, Grande Champagne“, resituates Charles Braastad, cellar master and deputy general director of Cognac Delamain, distributed in 60 countries. The house, whose cellars date from the 18e century, takes advantage of this exceptional place to offer its visitors a “authentic experience“explains Charles Braastad: “We privatize our cellars to organize gourmet dinners which are real trips back in time among demijohns from the 19e century and cognac barrels 30 to 60 years old.”
For two hours, the lucky ones taste cognacs and discover the cognac-food combinations. “For discerning spirits lovers who want to learn more, we suggest meeting the cellar master”, continues Charles Braastad, direct descendant of the founder. Objective of the house member of the Comité Colbert: to create a more intimate… and authentic relationship with its customers.
Burberry (Coty): a physical and digital immersion in perfume
The English fashion house Burberry is working hand in hand with the Coty group to develop its beauty business, and in particular perfume, under license. It is the customer experience around one of the perfumes, “Burberry Goddess”, that Clotilde Grange, vice-president of Burberry within the Coty group, deciphers. Launched a little over two months ago, the Burberry Goddess advertising concept was “built around a very simple allegory”says Clotilde Grange. “The ad shows a woman running in the savannah surrounded by lionesses. They head together to the top of a hill from where they watch the sunrise, dominating the world.”she describes. “It’s the story of female empowerment, the power of a woman in which everyone can recognize themselves. There is also a dimension of sisterhood, because together, like a pack, women are stronger.”
From this advertising, the first lever of customer experience, Burberry takes the figure of the lioness, a distinctive element of the media mix, to enrich the customer experience at the point of sale – a channel which represents 80% of the brand’s turnover. A lioness thus appears sculpted on the perfume entertainment podiums, particularly in airports. But not only : “We wanted to go even further into the story of the lioness, by developing a digital immersion system with a QR Codespecifies the vice-president of Burberry within the Coty group. When the customer scans the advertising visual at the point of sale, a lioness emerges from her phone.” An immersive experience that allowed the brand to reach nearly 100,000 consumers at points of sale. “This activation allows us to move from advertising awareness… to real customer engagement“. While 1000 perfumes are launched per year in France, Goddess ranked, from its launch, in the top 10 sales in France.
* Piaget, the fourth luxury brand invited to Club Maesina, refused to make its testimony public.